We present a simple model of personal finance in which an incumbent lender has an information advantage vis-a-vis both potential competitors and households. In order to extract more consumer surplus, a lender with sufficient market power may engage in 'irresponsible' lending, approving credit even if this is knowingly against a household's best interest. Unless rival lenders are equally well informed, competition may reduce welfare. This holds, in particular, if less informed rivals can free ride on the incumbent's superior screening ability. This article proposes a new framework for analysing household (or consumer) lending. Using its past experience with borrowers in the same local area or borrowers facing similar economic conditions, a sophisticated lender may often have a better estimate of a household's default probability than the household itself. I derive the conditions where such information asymmetry can lead to 'irresponsible' (or 'too aggressive' lending), in which case credit is approved even though this is knowingly against a household's best interest. Admittedly, the more standard approach is to assume that borrowers represent the better informed party. While we do not want to dismiss the importance of borrower adverse selection, the presumption that sophisticated and experienced lenders can estimate the default probability better than individual borrowers may be particularly suitable if borrowers are households. Individual households may not have statistically accurate information about the likelihood of, say, losing their job in an economic downturn or of incurring large medical bills in the future, both of which may cause them to default on a loan. On the other hand, we do not presume that households' own estimates are biased on average. I borrow the assumption of 'informed lending' from Inderst and M?ller (2006), where a lender is better informed about the expected cash flow from a newly financed project. My current analysis is tailored, instead, towards household finance and my focus is on whether too aggressive lending can occur in equilibrium. This focus is motivated by the particular attention that policy makers have given to this issue. For instance, in the UK various reports and taskforces on consumer lending practices (and, more generally, on the surge of household debt) have brought up
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